Description
Crowdfunders face information asymmetry problems when making funding decisions. How crowdfunders overcome this problem has become a centerpiece of crowdfunding research. We examine how crowdfunder experience might affect crowdfunder reliance on various types of information provided on the crowdfunding page. Drawing on the Elaboration Likelihood Model, we find that experienced crowdfunders are more likely to pay attention to the content of the information, whereas less experienced crowdfunders are more likely to pay attention to simple cues. Our study highlights the important role of crowdfunder experience in crowdfunding research. We also discuss the implications of this study for various participants of the crowdfunding platform.
Recommended Citation
Lin, Yan and Boh, Wai Fong, "Cues or Content? Examining the Moderating Role of Crowdfunder Experience" (2017). AMCIS 2017 Proceedings. 23.
https://aisel.aisnet.org/amcis2017/eBusiness/Presentations/23
Cues or Content? Examining the Moderating Role of Crowdfunder Experience
Crowdfunders face information asymmetry problems when making funding decisions. How crowdfunders overcome this problem has become a centerpiece of crowdfunding research. We examine how crowdfunder experience might affect crowdfunder reliance on various types of information provided on the crowdfunding page. Drawing on the Elaboration Likelihood Model, we find that experienced crowdfunders are more likely to pay attention to the content of the information, whereas less experienced crowdfunders are more likely to pay attention to simple cues. Our study highlights the important role of crowdfunder experience in crowdfunding research. We also discuss the implications of this study for various participants of the crowdfunding platform.